Unlock the value in online marketing
A well-executed digital marketing plan is a proven component of success in business, and Digital Marketing All-In-One For Dummies covers everything you need to build and implement a winning plan. Whether you're a novice in the online space or an expert marketer looking to improve your digital ROI, this book has easy-to-absorb tips and insights that will turn online prospects into loyal customers.
This book compresses the essential information on 8 topics, so you have all the information you need and none of what you don't. You'll learn social media marketing, marketing to millennials, account-based marketing, influencer marketing, content marketing strategies, and more!
* Use targeted, measurable marketing strategies to promote brands and products
* Increase brand awareness, customer acquisitions, and audience engagement
* Measure what your online traffic is worth and improve ROI on digital marketing
* Develop a solid digital marketing plan and put it to work for your brand
From SEO and SEM to brand awareness and why you need it, Digital Marketing All-In-One For Dummies will help you level up your digital marketing game and avoid the common mistakes that might be holding your business back.
Autorentext
Stephanie Diamond founded Digital Media Works, Inc., an online marketing company. She has more than 20 years of experience building profits for both small businesses and multibillion-dollar corporations in over 75 different industries.
Klappentext
Your complete guide to digital marketing
Keeping up with the changes to social media marketing, improving ROI, and reaching millennials are challenges marketers face everyday. Whether you're a novice at online marketing or looking to keep your skills cutting-edge, you'll find solutions to these and dozens more questions in this practical all-in-one guide. Get the help you need to craft and execute your digital marketing plan!
9 Books Inside
- Digital Marketing Strategy
- Uncovering the Customer Experience
- Creating Content
- Reaching Millennials
- Channel Promotions
- Influencers
- Other Social Media
- Analyzing Data for Success
Zusammenfassung
Unlock the value in online marketing
A well-executed digital marketing plan is a proven component of success in business, and Digital Marketing All-In-One For Dummies covers everything you need to build and implement a winning plan. Whether you're a novice in the online space or an expert marketer looking to improve your digital ROI, this book has easy-to-absorb tips and insights that will turn online prospects into loyal customers.
This book compresses the essential information on 8 topics, so you have all the information you need and none of what you don't. You'll learn social media marketing, marketing to millennials, account-based marketing, influencer marketing, content marketing strategies, and more!
- Use targeted, measurable marketing strategies to promote brands and products
- Increase brand awareness, customer acquisitions, and audience engagement
- Measure what your online traffic is worth and improve ROI on digital marketing
- Develop a solid digital marketing plan and put it to work for your brand
From SEO and SEM to brand awareness and why you need it, Digital Marketing All-In-One For Dummies will help you level up your digital marketing game and avoid the common mistakes that might be holding your business back.
Inhalt
Introduction 1
About This Book 1
Icons Used in This Book 2
Where to Go from Here 2
Book 1: Creating Your Digital Marketing Strategy 5
Chapter 1: Developing Your Overall Digital Strategy 7
Understanding the Components of a Digital Marketing Strategy 7
Communicating Your Mission 11
Establishing Your Goals 16
Expanding Your Corporate Mindset 18
Dipping into User Design and Habits 25
Chapter 2: Grabbing the Attention of Your Customer 29
Focusing on Attention 30
Making Your Content Easy to Consume 36
Deploying Interactive Content 42
Chapter 3: Discovering Your Business Model and Brand 45
Separating Your Business Model from Your Brand 46
Analyzing Your Business Model 56
Discovering Your Brand 57
Solidifying the Look of the Brand 60
Developing Success Measures for Your Brand 64
Producing Engaging Branded Content 65
Chapter 4: Deciding which Marketing Campaign to Create 67
Establishing Marketing Objectives 68
Defining a Digital Marketing Campaign 69
Understanding the Three Major Types of Campaigns 71
Balancing Your Marketing Campaign Calendar 76
Choosing the Campaign You Need Now 77
Viewing Your Digital Marketing through the Campaign Lens 78
Chapter 5: Crafting Offers That Sell 79
Offering Value in Advance 80
Designing an Ungated Offer 81
Designing a Gated Offer 82
Designing Deep-Discount Offers 92
Maximizing Profit 96
Chapter 6: Planning B2B Campaign Success 101
Setting Key Performance Indicators 102
Testing Your Campaigns 111
Knowing You Aren't Wasting Money 113
Book 2: Uncovering the Customer Experience 117
Chapter 1: Interacting with Customer Data 119
Understanding Big Data 119
Uncovering the Role Big Data Plays in Content Marketing 122
Discovering the Internet of Things 124
Visualizing Big Data 129
Chapter 2: Uncovering Buyer Personas 131
Reviewing Persona Development 131
Collecting Information 136
Avoiding Common Mistakes 142
Looking at How Generations Differ 143
Identifying a Prospect's Emotions 146
Keeping Up with Trends 147
Chapter 3: Structuring the Buyer Journey 151
Harnessing the Customer Experience 152
Uncovering Commercial Intent 156
Defending Against Competitors 159
Identifying the Stages of the Buyer Journey 164
Personalizing Your Content 169
Chapter 4: Embracing Sales Enablement 171
Discovering Sales Enablement 172
Understanding the new role of sales reps 176
Training Your Salesforce 177
Coaching Your Reps to Become Winners 178
Checking Out Sales Enablement Blogs 179
Book 3: Dipping Into Content Creation 181
Chapter 1: Creating Your Content Plan 183
Evaluating Your Content 183
Assessing Your Content 187
Visualizing Your Sites 190
Focusing on Specialized Content 194
Chapter 2: Reviewing Content Types 197
Dipping into Content Categories 197
Working with Original Short- and Long-Form Content 199
Using Curation 201
Making Use of User-Generated Content 204
Repurposing Content to Add Value 205
Viewing Aggregated Visual Content 207
Dealing with Live Video Content...